A B2B cybersecurity company followed their marketing mix model's recommendation, shifted budget to more efficient channels, and increased lead volume by 11%. Then the pipeline started degrading. Here's why single-KPI optimisation is a trap in B2B.
A D2C ecommerce brand discovered that 75% of their transactions used a discount code, but only 8% of those promotions were driving incremental purchases. The rest was margin given away for free.
A national QSR franchise was seeing revenue decline. Same-store sales were growing. The difference was store closures, not marketing performance. Using the wrong metric almost led to the wrong decisions.
A national QSR franchise discovered that Uber Eats brand ads generated a measurable uplift in physical restaurant transactions - not just app orders. Standard platform dashboards miss this completely.
A national specialty retailer discovered that 93% of their revenue would exist without any marketing at all. That insight changed how they measured, prioritised, and optimised their $3M+ annual spend.
A top-performing channel was completely invisible in a national marketing mix model. Splitting by geography broke the correlation and revealed it as a standout performer.